Zara is a Spanish clothing retailer known for fast fashion. It segments its market based on demographics like women and men aged 15-45 with mid-range incomes, and psychographics like those interested in fashion trends. Zara targets fashion conscious, educated middle-class customers interested in latest trends. It positions itself as more fashionable than competitors by moving trends from runway to stores within a week at low prices. Zara uses a multi-segment targeting strategy to focus on different strategies for its segments.

1. STP ANALYSIS OF
BY – KUNIKA GUPTA
BABM4

2. • Spanish clothing retailer based in Arteixo
,Galicia
• Founded in 1975 by Amancio Ortega and
Rosalía Mera.
• Flagship brand of £2.5billion holding
group Inditex
• World's largest apparel retailer
• 6500 stores
• 88 countries worldwide
• Zara practices Fast fashion – trends move
from run way to stores within one week, as
opposed to months.
• Zara has continually maintained its mission to
provide fast , affordable, and fashionable
items.

3. STP
POSITIONINGTARGETINGSEGMENTATION

4. MARKET SEGMENTATION
Market segmentation involves grouping your various customers
into segments that have common needs or will respond similarly
to a marketing action.
Some different ways you can segment your market include the following;
Demographics which focuses on the characteristics of the customer.
Psychographics which refers to the customer group's lifestyle.
Behaviour which is based on customer behavior.
Geographical location such as continent, country, state, province, city or rural that the
customer group resides.

5. MARKET SEGMENTATION
• DEMOGRAPHIC SEGMENTATION
• Women/Men
• Aged 15-45
• Mid - Range Income
• PSYCHOGRAPHIC SEGMENTATION
• Interested in fashion Trends
• GEOGRAPHIC SEGMENTATION
• Stores in high population and traffic areas.

6. TARGET MARKETING
Target market consist of a set of buyers that share common need
that company decide to serve.
There are three general strategies for selecting your target markets:
Undifferentiated Targeting: This approach views the market as one group
with no individual segments, therefore using a single marketing strategy.
Concentrated Targeting: This approach focuses on selecting a particular market
niche on which marketing efforts are targeted.
Multi-Segment Targeting: This approach is used if you need to focus on
two or more well defined market segments and want to develop different strategies
for them.

7. TARGET MARKET OF
 Women / Men aged
to 15-45
 Fashion conscious,
educated and relatively
middle-class
 More for working people
and more fashionable.
 Customers who are highly
interested in latest
fashion trends.

8. POSITIONING
Positioning is developing a product and brand image in
the minds of consumers. It can also include improving a
customer's perception about the experience they will
have if they choose to purchase your product or
service.

9. POSITIONING
Zara Follows ‘Democratize Fashion’
More fashionable compare to its
competitors
Follows strategy of low cost but
high fashion
Open stores and outlets that provide
Zara experience at high profile
location

10. COMPETITORS OF

11. High Style
Low Style
Low price High
price

12. REFERENCES
http://brandaditofexchanges.blogspot.in/2013/11/the-stp-
concept-for-zara.html
http://www.uniquebusinessstrategies.co.uk/pdfs/case%20stu
dies/zarathespeedingbuhttp://newzarablog.blogspot.in/2013/
05/chapter-8-segmenting-and-targeting.htmlllet.pdf
https://stephanieroderick.wordpress.com/2014/02/24/brand-
positioning

13. With ZARA , you don’t have to be a
millionaire to look like a million dollars…..

14. THANK YOU